Turkey

In 2023, discounters emerged as the largest and most dynamic format in the grocery retail sector in Turkey, passing out supermarkets in terms of value sales for the first time. The key factor driving this dynamism was the further openings of new…

In 2023, manufacturers launched concentrated, economical, environmentally friendly and refillable surface care items. This shift aligns with the growing consumer demand for sustainable and cost-effective solutions. One example is Cif Clean Boost…

In 2023, the prices of air care products experienced a significant rise, driven by the devaluation of the Turkish Lira. This devaluation led to higher expenses in importing, producing, and distributing these products, compelling manufacturers to…

Driven by rising costs of living and a desire for streamlined routines, Turkish consumers have increasingly been looking for skin care and sun care products that offer multiple benefits in 2023. This trend fuelled the demand for hybrid sun care…

Despite challenging economic conditions in 2023, the sales volume of personal wipes in Turkey experienced a modest increase. This growth can be attributed to the availability of a wider range of specialised wipes catering to specific needs and…

Retail tissue demonstrated a single-digit volume growth in 2023, spurred partly by population growth and increased demand. Bulk purchases ahead of significant price increases in July 2023 also contributed to this modest growth, along with promotional…

In the last two years of the review period, a noticeable trend in supermarket chains in Turkey involves a strategic reallocation of shelf space within their outlets. There has been a deliberate reduction in the variety of items related to clothing…

Weddings in Turkey gained momentum post-pandemic in 2021 and 2022. However, a slowdown in 2023 is evident, resulting in lower growth rates in jewellery sales compared to the years 2021 and 2022. Notably, millennials and Gen Z prefer to allocate their…

Turkish consumers demonstrated a growing interest in advanced skin care regimens in 2023. This trend, exemplified by the popularity of "skin cycling," involves incorporating a wider variety of ingredients and product formats into daily routines.…

In 2023, retail value growth in home care was significant, driven by rising inflation and increased unit prices.

The market witnessed significant damage and losses due to a massive and destructive earthquake that occurred on 6 February 2023, affecting 11 provinces in east and southeast Turkey. The major earthquake impacted provinces with a special role in…

Consumers have developed higher standards of home hygiene since the era of the pandemic, seeking appliances which are practical, convenient, and which offer high standards of cleaning efficiency. Within this context, both robotic and stick vacuum…

Sales in microwaves continue on a declining volume trend, as such appliances are not seen as necessities and carry a negative image of being an unhealthy method of cooking. Overall, while the convenience microwaves offer is undeniable, most Turkish…

Despite inflation showing signs of easing, the cost of hair care products continued to rise in Turkey in 2023. This economic pressure is impacting consumer spending habits. Many were forced to "trade down" to more affordable options, prioritising…

The year 2023 witnessed a notable surge in the volume sales of menstrual care products in Turkey, marking a modest yet significant rebound from the preceding year's decline. This growth was chiefly fuelled by the introduction of new and innovative…

In 2023, convenience stores registered significant value growth in Turkey, driven in part by a significant number of new outlets opening. The compact size of these stores made it easier to find suitable locations and their widespread presence in…

In 2023, retail value growth soared due to rising price points, while retail volume sales remained positive, driven by an uplift in sales for automatic dishwashing liquid and tablets. The steep devaluation of the currency during the year led to…

There is an ongoing shift from unbranded and counterfeit products towards recognised brands, driven by increased parental awareness of the potential health risks associated with generic and unbranded items. This shift indicates a growing preference…

Oral care in Turkey experienced positive growth in 2023, driven by a growing emphasis on essential hygiene products.

Direct selling in Turkey registered a further fall in constant values sales in 2023. A shift away from direct selling to e-commerce led to a drop in sales, as e-commerce also provides the convenience of direct delivery. In fact, direct selling was…